‘Comfort in numbers’ is an old adage. As long as a market has huge numbers, it is very difficult to go wrong.
Take India for instance – a country of 1.2 billion people; the beauty with such a large population is that for the right product, the market can be huge. And even if the product is not so right, the market can simply be big. Popularity is not really a requirement for success as even the right niche can be a bigger market than the entire Scandinavia.